PowerPoint Presentation

FANS THE LIFE BLOOD FAN PROGRESSIONIGNORANTCASUALEYE BALLEROVERLY ATTACHEDDIE HARDSTALKERIGNORANTThey would rather do something else than watch or playThis group requires high investment to be converted as fansCASUALFans who follow the game occasionally but never visits live gameThis group typically follows the team through TV, News, Internet etc. and forms the largest chunkEYE BALLERGood level of fan commitment They buy team merchandise and believe that the team projects a part of their identitySTALKERHigh level of fan commitment and wants to interact with teamThey can be kept involved by the team through inexpensive modes such as blogs, social media, small events etc.OVERLY ATTACHEDHigh level of fan commitment and spends money on teamThey buy the best tickets, make investments in teams and donate money to youth program etc.DIE HARDMost involved of all fans & want to be part of team identityThey believe that their fandom has a positive impact on the team and thus become an added fan attractionINSIGHTS FROM SURVEYHow a fan engages with a Football Club?Age profile of the fansPROGRESSIONPerformancePlayersMarketingHistoryGroundsMerchandiseINSIGHTSimportant attributes affecting fan followingTEAM NAME: THE MYSTICS OF MAWPHLANGCAMPUS: IIM SHILLONGMEMBERS: KARTHICK SHARMA PRADEEP KUMARENGAGING THE FANS A good atmosphere at a sports stadium can make the difference for both the players on the pitch and the spectators in the standsLucky draw fans will be selected from the stands to have a penalty kick against keeper MerchandisesMerchandises to engage the fans during off games AtmosphereStadium atmosphere to be made electric with fans to create the 12th Man effect through loud environmentRoyal Anthem an anthem to get the spirits of the crowd and the players highFans ChoiceChoose Player of the Week duringI-League Season

Merchandise OptionsENGAGEMENTACTION

PLANA WAY TO CONNECT ACROSS Think global, act localOBJECTIVETo increase the club visibility and fan engagement across IndiaFormationMembershipPromotionDatabase CreationExpansionNE FOCUSPhase 1CORE FAN ENGAGEMENT

Phase 2TIER 1 CITY EXPANSIONPhase 3STRATEGIC TIE UPSPhase 4SELF SUSTENANCEPhase 5ENGAGEMENTIMPLEMENTATIONSOCIAL MEDIA STRATEGY CHALLENGESOUR

APPROACH

LOYALISTS:Die hard fans who participate actively in social media promotion done by the clubPROMOTERS:Will promote the Club merchandises to fellow fans and will have a positive influenceGENERAL FANS:Will generally discuss about the club activities but not necessarily advocate the clubBRAND AMBASSADORS:Will bring in a celebrity factor to the clubAssociation with the brand is mutually beneficialPROFESSIONALS:Will provide content regarding match analysis, preview and post match reviewsWill add more authenticityLeveraging on brandStrong growth in the NE region Targeting grass root fansLeveraging on the sponsorship deals

Enhancing BrandConnecting with fans Enhancing the experience through merchandise promotions Increasing word of mouth spread through content

Maximising ReachPrioritizing markets based on requirementsUsage of social media to grow club membership and increase ticket sales

PRIORITIESDIGITAL INFLUENCERSSocial media is an effective way of reaching out to fans and increasing the fan base in a cost effective mannerTeams and clubs across a variety of different sports have used blogging as a great way to showcase more of a human and real side to the trials and tribulations of supporting a particular team or clubIn addition to forums and chartrooms, many dedicated and die-hard fans set up and populate their own blogs with relevant and engaging materialSEO is used to enhance exposure and generate additional traffic to websitesContent development about the team and players will enable more visibility on the digital forumSocial media is the perfect forum for clubs to engage with fans and whats interesting is how some clubs, such as Chelsea and Liverpool have embraced newer networks such as Google +ROYAL ONLINE TV Corner KickRoyal Online TV is an online YouTube channel featuring contents that attracts the younger audience base and the casualsCorner Kick will be the weekly flagship program which will be hosted on the Royal TVFormat: 10 min durationProgram will be hosted by one of the players every weekThe program will also provide a sneak peek into the life of a professional footballer with some fun elements added

Player interviews after matches and previews will be featured in the Royal TVThese contents are popular among die hard and the overly attachedCommunity works carried out by the team and the supporting staffs will be posted online to generate goodwillPost match analysis of the games will be done and will be featuring in the Royal TVThis can be done by bringing in professionals to have authenticityPlayer InterviewCommunity WorksPost match analysisCORNER KICKOTHERCONTENTThe main objective of the Royal TV is to engage the fans in the online mode and also to attract more fans who are in the Ignorant and Casual segments which forms the majorityThe increased fan following will also help in obtaining better sponsorship dealACADEMY COMMUNITY ENGAGEMENTThe player who has passed through academy and progressing through the ranks offer something different to the restIt ingrains a sense of loyalty and also passion among the followers to see one of their own don the clubs crestThe club's core values, culture and philosophy will be ingrained right from the bottom of the club to the topHome grown players also help to have a better reach across the north east region which is very vital for increasing the stadium turnout rateRoyal Wahingdoh can associate with schools and many football academies in the city to develop a fan base Events:Funding part expensesFootball tournaments ( girls and boys )Summer CampsScholarship for outstanding sportspersonSchool and College Scouting systemsADVANTAGESSCOUTING

AcademySustainable approachContinuous Talent streamLocal EngagementFierce loyalty and passionThe Royal Trophy can be conducted for the schools in Shillong The tournament serves two purposes To increase the club visibility among the younger audience there by developing a strong relationship with them at the grass root levelIdentification of young talent which the club can recruitFan initiation process at grass root levelSPONSORS Sponsor visibility through matches covered in media such as Ten Sports, Goal.com and othersThe most popular sport in the North East opens a gateway to the entire North Eastern state marketsHave logos spread across blogs & every contest on Facebook ACQUISITIONValue propositionAcquisitionRetentionLogo on the signage over the perimeter of the ground, score board, tickets and billboardsUse of public addresal system during breaks to advertise of the latest offers of products by sponsorsLogo on the jerseys and ticketsSeparate sponsors for training kit and match day kitJersey of the players bear the sponsor logo bringing in immense visibility to brand Access to give regular news updates, interviews with players and coachLogo on media back dropA partnership with TNT with respect to exclusive interviews and photo shootsFood and beverages partner to supply refreshments within the stadium during match dayA value for money atmosphere in the stadiumAccess to carry out promotions in the local region i.e. within the city Value propositionWhat Royal Wahingdoh offers?Potential Investors in North East may include Telecom, FMCG, Beverage, Oil, Cement, Retail etcIT/ITeS companies who source talent from North Eastern states can also be approached for SponsorshipsClearly try and project the kind of revenue opportunities which the client can exploit through the associationSponsor acquisitionENGAGEMENTMEMBERSHIPRoyal Wahingdoh Membership BenefitsRoyal MembershipJunior Membership Full MembershipSilver Wahingdoh(0 2 years)Gold Wahingdoh(3 5 years)Platinum Wahingdoh(6 7 years)Official Membership card (stadium access for new members)Member Welcome pack with exclusive MerchandisePriority ticket access for home games in the member ticket salesExclusive ticket or late availability for Members for home gamesNo extra fees when buying tickets online in member ticket salesSeasonal 10% discount on sponsorship stores and online purchaseAccess to member areas online for exclusive contents, offers and competitionsRoyal Wahingdoh Birthday and Christmas cardsChance to attend Royal Wahingdoh training centersDiscounts and offers in stores in ShillongOffers and competitions from Club partnersChance to be a mascot and lead the players out of the tunnel on match dayREVENUE REQUIREMENT AND SOURCESAverage TurnoutMinMax1670019500StandTicket Price per SeatNo. of SeatsPercentage distributionMax revenueVIP Stand4003001.12%120000Stand (Covered Chair)20025009.33%500000Upper Stand125400014.93%500000Lower Stand802000074.63%1600000Total26800100.00%2720000Stand wise Revenue calculation based on Min and Max UtilizationPriceMinimum CapacityUtilizationRevenueMaximum CapacityUtilizationRevenue400186.94029850.70%74776.11942180.81%87313.432842001557.8358215.81%311567.164218196.79%363805.97011252492.5373139.30%311567.1642291010.86%363805.97018012462.6865746.50%997014.92541455254.30%1164179.104Total167001694925.373195001979104.478Increasing the Capacity Utilization (Turnout) to 90% while offering discountsTotal Capacity Utilization when minimum turnout 62.31% Total Capacity Utilization increased to 90.00% Total Capacity Utilization when Maximum turnout 72.76% Maximum Discount that can be offered retaining 50% Revenue = 12%PriceMinimum CapacityUtilizationRevenueMaximum CapacityUtilizationRevenue4001870.70%74776.11942701.01%10800020015585.81%311567.164222508.40%45000012524939.30%311567.1642360013.43%450000801246346.50%997014.92541800067.16%1440000Total167001694925.373241202448000Change in Revenue468895.5Retaining 50% Revenue234447.8Total Stadium Capacity Utilization and Revenue Generated

Revenue analysisPrint advertisements in Newspapers and Magazines Community EngagementAdvertisement at eventsMerchandisesPrint advertisements in Newspapers and MagazinesMarketing Communications activitiesDigital marketingRoyal TVPrintOutdoorOthers

Promotions

Merchandises

PRJanFebMarAprMayJunJulAugSepOctNovDecWebsite optimizationSocial media content generation, SEO, Online promotionsCorner KickSummer Training camp videosCorner KickNE Chapter Establishment 500000 150000 300000 Cost (Rs)Year 2015 total: 10 lakh RsPlanning and Pre-testing before the launch of ad campaign IMPLEMENTATION PLANYear 2015Cost (Lakh Rs)1310132THANK YOUSurveyAgeMedium of following the teamPerformancePlayersGroundsMarketingHistoryMerchandise4 to 14TV63245115 to 24Internet5436214 to 14TV65213425 to 34Internet543621Above 35Friends54613225 to 34TV56342125 to 34Internet6543214 to 14TV65423115 to 24Friends64532125 to 34TV53642125 to 34Internet643512AgePercentageAbove 35Newspaper5642314 to 14515 to 24TV56423115 to 241315 to 24Internet64451225 to 3413Above 35Friends635421Above 35815 to 24TV56431215 to 24Internet65432125 to 34Internet564321Above 35Newspaper56432125 to 34TV643512Above 35Newspaper645321MediumPercentage25 to 34Internet653412TV15Above 35Friends653421Internet114 to 14TV564312Newspaper5Above 35Newspaper645321Friends515 to 24TV653412Others325 to 34Others65342115 to 24Internet65234125 to 34Others56241315 to 24TV653421Above 35TV65142315 to 24Others56243115 to 24Friends65432125 to 34Internet34562125 to 34TV65423125 to 34Newspaper65324115 to 24TV5643214 to 14TV65324115 to 24Internet564231

Revenue EstimateStandTicket Price per SeatNo. of SeatsPercentage distributionMax revenueVIP Stand4003001.12%120000Stand (Covered Chair)20025009.33%500000Upper Stand125400014.93%500000Lower Stand802000074.63%1600000Total26800100.00%27200002176000PriceMinimum CapacityUtilizationRevenueMaximum CapacityUtilizationRevenue4001870.70%74776.11940298512701.01%1080002180.81%87313.432835820920015585.81%311567.16417910422508.40%45000018196.79%363805.97014925412524939.30%311567.164179104360013.43%450000291010.86%363805.970149254801246346.50%997014.9253731341800067.16%14400001455254.30%1164179.10447761Total167001694925.37313433241202448000195001979104.47761194Total Capacity Utilization62.31%Total Capacity Utilization90.00%72.76%Change in Revenue468895.52238806Max DiscountPriceMinimum CapacityUtilizationRevenueMaximum CapacityUtilizationRevenueRetaining 50% Revenue234447.7611940312%400186.94029850750.70%74776.11940298512180.81%87313.43283582092001557.83582089555.81%311567.16417910418196.79%363805.9701492541252492.53731343289.30%311567.164179104291010.86%363805.9701492548012462.686567164246.50%997014.9253731341455254.30%1164179.10447761Total167001694925.37313433195001979104.47761194Total Capacity Utilization72.76%

MembershipRoyal Wahingdoh Membership BenefitsRoyal MembershipJunior Membership Full MembershipSilver WahingdohGold WahingdohPlatinum WahingdohOfficial Membership card (stadium access for new members)Member Welcome pack with exclusive MerchandisePrioirty ticket access for home games in the member ticket salesExclusive ticket or late availability for Members for home gamesNo extra fees when buying tickets online in member ticket salesSeasonal 10% discount on sponsorship stores and online purchaseAccess to member areas online for exclusive contents, offers and competitionsRoyal Wahingdoh Birthday and Christmas cardsChance to attend Royal Wahingdoh training centresDiscounts and offers in stores in ShillongOffers and competitions from Club partnersChance to be a mascot and lead the players out of the tunnel on match day